Portfolio Marketing
Effective portfolio marketing is foundational to go-to-market success, generating the deep buyer insights, market knowledge, and messaging needed to drive engagement and results. Explore our portfolio marketing insights to help design audience-centric go-to-market strategies, craft product portfolio messaging that resonates, and enhance revenue.
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Insights
Blog
What Does It Really Take To Go From Products To Platforms?
For years, B2B vendors have optimized individual products — adding features, updating interfaces, creating APIs — but have found they have too many products with too much overlap, limited reach, and slower growth. Today, platforms, not standalone products, are becoming the new basis of competition, making the transition from products to platforms and portfolios more […]
Blog
To Verticalize Or Not To Verticalize: Your GTM Climbing Guide
Verticalization is like climbing a mountain. Before you take a single step, you need clarity on the destination. Are you aiming for base camp — a lower‑commitment climb that signals relevance, gets you closer to buyers, and lets you learn the terrain with a manageable investment? Or are you preparing for the summit — committing […]
AI Access: For Every Role. And Every Decision.
AI Access democratizes decision-making. With AI-powered access to Forrester’s insights, data, and advice, every team member — from early-career pros to senior leadership — moves with confidence, speed, and clarity. Equip your organization to take action fast.
Blog
It’s Time To End Disconnected GTM Efforts
A mighty revenue storm is coming. While adopting a connected GTM approach can feel unfamiliar and risky, having a guiding framework can help.
Blog
Make Smarter GTM Decisions With Intelligence At B2B Summit
Is your go‑to‑market (GTM) strategy still too product‑centric or “inside‑out”? Are critical GTM decisions being made without data? Are you targeting the same segments and buyers you always have just because you don’t know what might be better? If any of that sounds familiar, join Barbara Winters and me at our B2B Summit workshop, “Use […]
Blog
Reinvent Buyer Personas And Journeys Using The Power Of AI
At B2B Summit, learn how to move beyond static frameworks and instead, develop dynamic, decision‑driving assets.
Blog
Your Mission: Build An Intelligence Network To Power GTM Success
Have you ever wondered what it takes to be an intelligent agent? Like James Bond or Emma Peel, always informed, decisive, and a step ahead? It’s not too late! Just as spies protect their country and increase global influence by uncovering enemy secrets, you can protect and grow your business by gathering market and competitive […]
Blog
Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
Explore Forrester AI Access For Faster, Smarter Decisions
Forrester AI Access delivers clear, credible answers from proprietary research, reports, and data — helping teams validate direction and plan next steps with confidence.
Blog
Is AI Visibility Your 2026 Imperative? Learn How To Achieve It At B2B Summit
As B2B buyer research shifts to AI-powered answer engines, a new "visibility vacuum" is emerging. At B2B Summit North America, you'll learn how to overcome it.
Blog
Unlock The Zero‑Click Buyer Data Hiding In Your Bot Traffic
Business buyers are researching you long before they ever click on your site — and increasingly, they’re not clicking at all. Zero‑click behavior is surging, with buyers relying on answer engines and genAI tools as their first stop for gathering information, comparing vendors, and evaluating solutions. Marketers are stuck guessing how they influence buyers through […]
Blog
Three Realities About B2B Buying Networks
B2B buying is more chaotic than it’s ever been — and buyers feel it. According to Forrester’s Buyers’ Journey Survey, 2025, 73% of purchases involve three or more departments, with an average of 13 people inside the buyer’s organization and nine from outside involved in making a purchase decision. As a result, buyers tap colleagues, communities, […]
Webinar
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog
Zero-Click Is Only Half The AI Story
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
Webinar
Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO
Watch now and learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog
How HCLTech Won A Forrester B2B Programs Of The Year Award — And How Your Team Could Be Next
B2B marketers face growing pressure to produce personalized content that truly connects and resonates with buyers, and their organizations need smarter, faster, and more scalable ways to deliver this. Next week, we’ll publish a case study about HCLTech — a global technology leader — that demonstrates how delivering this type of content is possible when […]
Blog
B2B Buyers Make Zero-Click Number One
As buyers lean more on answer engines in their purchasing processes, marketers must evolve their content and messaging approaches to break through.
Blog
The State Of Business Buying: Risk-Averse Buyers Demand Proof, Not Promises
Our latest Buyers’ Journey Survey of nearly 18,000 global business buyers describes a buying climate in which AI is everywhere, scrutiny is the norm, and trust is paramount. Read about the key findings and how organizations can succeed with today’s wary buyers.
Blog
Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
Stop Losing B2B Buyers Before They Ever Reach Your Site
Watch this on-demand webinar to learn how AI search, answer engines, and answer engine optimization (AEO) are rewriting B2B buyer journeys — and get plays to protect your pipeline, boost visibility, and earn trust.
Blog
Six Essentials For Managing Platforms And Portfolios
Learn the key steps to managing platforms and portfolios and see how Forrester’s Portfolio Model helps vendors grow using integrated solutions.
Blog
AEO Changes What Content Must Do: Help Buyers Decide
Answer engine optimization (AEO) exposes a gap that’s long been hiding in plain sight. Most content is designed to explain — but when marketers stop at answering questions and avoid framing comparisons, trade-offs, and decisions, they hand that responsibility to AI systems and third-party sources.
Blog
Your Secret Weapon For Your Win/Loss Program: Three Ways To Get Buyer Feedback And Make It Actionable
Most B2B firms track win rates but rarely uncover the real reasons behind wins and losses. Learn three ways to capture buyer feedback that can be used to boost win rates and drive growth.
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